Advances in National Brand and Private Label Marketing: Second International Conference, 2015 (Springer Proceedings in Business and Economics)

This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona. Front Matter....Pages i-xi Front Matter....Pages 1-1 Improving Sales of Private Labels in Store....Pages 3-7 Understanding What Motivates German Consumers to Participate in FMCGs Online Communities: Implications for National Brands and Private Labels....Pages 9-17 Wine Brand Category Choice and Confucianism: A Purchase Motivation Comparison of Caucasian, Chinese and Korean Consumers....Pages 19-33 Buying of Private Labels Across Categories: How Far Is too far?....Pages 35-42 Memory for Private Label Versus National Brand in Feature Advertising....Pages 43-50 Front Matter....Pages 51-51 Implementation of the Product Life Cycle Concept in Private Label Management: Focus on the Growth Stage....Pages 53-62 Are National Brands More Promotion Elastic Than Store Brands?....Pages 63-70 The Relationship Between Assortment Size and Category Sales: A Panel Data Analysis on National Brands and Private Labels....Pages 71-81 Front Matter....Pages 83-83 Does PLB Name Really Matter for Retailers? A Case of Negative Publicity....Pages 85-94 Private Labels and National Brands: A Comparison Within Brand Extension....Pages 95-102 The Effect of Naming Strategy and Packaging on Perceived Quality and Purchase Intention of Private Label Brands....Pages 103-111 A Cross Validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain....Pages 113-125 Extending the Retail Brand to Non-traditional Products....Pages 127-135 Front Matter....Pages 137-137 Marketing Terminology Around Private Labels....Pages 139-146 Impacts of the Production of Private Labels on Food Retailing and Its Suppliers in Hungary....Pages 147-154 The PLs Role in Spanish FMCG Sustainable Markets: An (Almost and So Far) Missed Opportunity?....Pages 155-164 Front Matter....Pages 165-165 Do Private Labels Lead to Store Loyalty? An Integrated Framework of Analysis Using a Structural Equation Modeling Approach....Pages 167-175 Attitude, Quality and Satisfaction Toward Distributor Brands in Durable Goods: The Influence of Consumers’ Price Consciousness....Pages 177-183 Loyalty to Private Labels/National Brands and Prices Paid: Are Highly Loyal Customers Paying More?....Pages 185-192 The Role of Previous Experience and Marketing Policy on Consumer Behaviour Towards Different Private Label Categories....Pages 193-201 Front Matter....Pages 165-165 The Effect of Smart Shopping on Attitudes Towards Store and National Brands: The Influence of Individual Values in A Cross-Cultural Context....Pages 203-211